As shooting wraps in Dubai on JW Marriott’s latest shortfilm, Eleanor Dickinson asks whether branded content on this scale really works
What happens when you get two former Disney execs together and tell them to make an ad? The result is 17 minutes of dramatic stunts, comic punchlines and a mission to save a suitably attractive businesswoman played by Slumdog Millionaire star Frida Pinto. And at the centre of all this high-octane tomfoolery is the JW Marriott Marquis
in Dubai.
But according to Sandra Schultze, the region’s senior director of brand marketing and ecommerce, the world’s tallest hotel should be the last thing you see. “Red Bull and GoPro have definitely proved that co
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